PUBLIC AFFAIRS SURVEY 2014 Synopsis
PUBLIC AFFAIRS SURVEY 2014 INTRO For the thirteenth consecutive year, MSL Germany interviewed public affairs professionals from leading companies and industry federations. The questionnaire was sent to more than 300 experts with about sixty replies being received. “One year after the federal elections, we present the views and thoughts of leading German lobbyists about the new government’s work and some of the latest trends in political communications” says Axel Wallrabenstein, Chairman of MSLGROUP Germany. “With our Public Affairs Survey, we provide comprehensive insights into the perception of public affairs professionals in Germany.” This document summarizes the most important results. The complete survey is available in German on our website (www.mslgroup.de).
3 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
ONE YEAR AFTER THE ELECTION: MIXED RATINGS FOR NEW GERMAN GOVERNMENT
One year after the federal elections, public affairs professionals in Germany have mixed opinions about the performance of the new grand coalition made up of CDU/CSU and Social Democrats. 54 percent of respondents rate the government‘s work as „poor” while 43 percent think it is „good“. A marginal two percent vote for either „very good“ or „very poor“. However, the grand coalition starts better than the previous Christian-liberal coalition, composed of CDU/CSU and FDP: after their first year, 67 percent considered their performance „poor“ or even „very poor“.
How do you rate the government’s work after their first year in office?
2 %
VERY GOOD
43 % GOOD
54 % POOR
2 %
VERY POOR
4 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
STRONG DISSATISFACTION WITH OPPOSITION
The opposition in the federal parliament receives poor marks from German lobbyists. 70 percent rate the work of the The Lefts and The Greens in the German Bundestag as „poor“, 24 percent as “very poor”. Only 6 percent think their work is „good“.
How do you rate the opposition’s work in the German Bundestag?
0%
VERY GOOD
6%
GOOD
70% POOR
24%
VERY POOR
5 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
CONSERVATIVES LEADING IN ECONOMIC COMPETENCE
Although some conservatives miss a focus on economic policy, lobbyists hold them in high regards: 54 percent of the votes go to CDU and CSU. The liberal FDP (no longer represented in the federal parliament) follows at 26 percent, still ahead of the SPD at 12 percent. The Greens come in at 5 percent, just ahead of the Alternative for Germany (AfD), a populist right-wing party with recent successes in state elections (3 percent).
Which party offers the most expertise on the economy? 48%
CDU
6%
CSU
12%
SPD THE LEFT
0% 5%
THE GREENS
26%
FDP
3%
AFD PIRATE PARTY OTHERS
0% 0%
6 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
SOLVING THE EURO CRISIS MOST IMPORTANT TASK FOR GOVERNMENT
According to public affairs professionals, solving the Euro crisis and the energy transformation (“Energiewende”) are the key political challenges for the current government (each at 76 per cent). 44 percent of public affairs professionals expect tax reform to be an important issue.
What are the most important projects for the federal government in the next three years?
76%
SOLVING THE EURO CRISIS
20%
DEEPENING OF EUROPEAN INTEGRATION
(three answers possible)
2% COPYRIGHT REFORM
7%
REGULATION OF THE FINANCAL SYSTEM
44%
TAX REFORM
17%
PENSION REFORM
22%
SUPPORT FOR INNOVATIVE COMPANIES
76%
IMPLEMENTING THE ENERGY TRANSFORMATION (ENERGIEWENDE)
0%
UNIVERSAL MINIMUM WAGE
9%
CLIMATE AND ENVIRONMENTAL PROTECTION
11%
IMPROVEMENT OF SOCIAL JUSTICE
...
2%
OTHER
7 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
OPTIMISM ABOUT ECONOMIC DEVELOPMENT IN GERMANY
German public affairs professionals are broadly optimistic about the country’s economic development. Almost two thirds (61 percent) believe the country is in for continued growth while one third of respondents (33 percent) expect a stagnation.
How do you expect the economy to develop in 2015?
61%
I EXPECT CONTINUED GROWTH
33% I EXPECT STAGNATING GROWTH
6%
I EXPECT AN ECONOMIC TURNDOWN
8 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
WHAT DO LOBBYISTS THINK ABOUT A LOBBY REGISTER?
German lobbyists seem to be open-minded towards a mandatory lobby register. Only 15 percent do not want to see it introduced. 65 percent are in favour of a registration, but without disclosing any further data. A register with the disclosure of budgets, staff, goals, service providers and other data is preferred by 19 percent.
In Germany, the introduction of a mandatory register for lobbyists is discussed regularly. What is your opinion about this topic?
19% I FAVOUR A MANDATORY LOBBY REGISTER
WITH THE BROADEST POSSIBLE DISCLOSURE OF BUDGETS, STAFFING LEVELS, GOALS, SERVICE PROVIDERS, ETC.
65% I FAVOUR A MANDATORY REGISTRATION OF LOBBYISTS BY NAME, BUT WITHOUT THE DECLARATION OF FURTHER DATA
15%
I AM AGAINST THE INTRODUCTION OF A MANDATORY LOBBY REGISTER
9 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
FOR THE FIRST TIME, MOST PUBLIC AFFAIRS PROFESSIONALS USE DIGITAL TOOLS
The use of digital tools in the public affairs industry is growing every year. 54 percent of public affairs professionals in Germany already use social media tools. However, personal meetings remain the most important tool to maintain political contacts. 100 percent use these, followed by 83 percent who use political salons.
Which tools do you use in order to maintain your political contacts? 100%
(Multiple answers possible)
PERSONAL MEETINGS WITH RELEVANT POLITICAL DECISION-MAKERS
28% PERIODIC
MAILINGS
22% NEWSLETTERS 54% PANEL
DISCUSSIONS
83% POLITICAL SALONS OR EVENING EVENTS
57% WORKSHOPS
4% OTHERS
54% SOCIAL MEDIA
10 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
PREFERRED SOCIAL NETWORKS FOR PUBLIC AFFAIRS PROFESSIONALS
Facebook is still number one at 51 percent (up 8 percent). However, the distance to second-placed Twitter melts to just three points. The use of Twitter increases by 11 percent to 48 percent. Xing, a German business-oriented network, grows by 16 percent and is now used by 31 percent of respondents to maintain political contacts.
If you are using social Media tools for maintaining political contacts, which are they?
(Multiple answers possible)
51% 17% 48% 17% 31% 3% 10% OTHER
6%
The complete survey in German is available for download here: www.mslgroup.de For more information please contact Ole Wulff (+ 49 30 / 820 82 – 519, ole.wulff@mslgroup.com). MSLGROUP Germany GmbH Chausseestraße 8 10115 Berlin Germany
Image rights: Tobias Koch (front page)